Consumer Behavior

(part 2)
For purposes of this discussion, a "couple" may either
be married or merely involve living together. The
breakup of a non-marital relationship involving
cohabitation is similarly considered equivalent to a
divorce.
 Generally, there are two main themes in the Family Life Cycle, subject to significant
exceptions:
- As a person gets older, he or she tends to advance in his or her career and tends
to get greater income (exceptions: maternity leave, divorce, retirement).
- Unfortunately, obligations also tend to increase with time (at least until one’s
mortgage has been paid off). Children and paying for one’s house are two of the
greatest expenses.

although a single person may have a lower income than a married couple, the single may
be able to buy more discretionary items.
Family Decision Making: Individual members
of families often serve different roles in
decisions that ultimately draw on shared family
resources. Some individuals are information
gatherers/holders, who seek out information
about products of relevance.
 These individuals often have a great deal of
power because they may selectively pass on
information that favors their chosen
alternatives. Influencers do not ultimately
have the power decide between alternatives,
but they may make their wishes known by
asking for specific products or causing
embarrassing situations if their demands are
not met
The decision maker(s) have the power to
determine issues such as:

Whether to buy
Which product to buy (pick-up or passenger
car?)
Which brand to buy
Where to buy it
When to buy.
Also note that the distinction between the
purchaser and decision maker may be
somewhat blurred:
The decision maker may specify what kind of
product to buy, but not which brand
The purchaser may have to make a
substitution if the desired brand is not in stock
The purchaser may disregard instructions (by
error or deliberately)
Consumers often buy products not because of their attributes per
se but rather because of the ultimate benefits that these
attributes provide, in turn leading to the satisfaction of ultimate
values
Consumer attitudes are a composite of a
consumer’s
beliefs about
feelings about
and behavioral intentions toward some
“object”—within the context of marketing,
usually a brand, product category, or retail
store
 Beliefs.  The first component is beliefs.  A consumer may hold
both positive beliefs toward an object (e.g., coffee tastes
good) as well as negative beliefs (e.g., coffee is easily spilled
and stains papers).  In addition, some beliefs may be neutral
(coffee is black), and some may be differ in valance
depending on the person or the situation (e.g., coffee is hot
and stimulates--good on a cold morning, but not good on a
hot summer evening when one wants to sleep).  Note also
that the beliefs that consumers hold need not be accurate
(e.g., that pork contains little fat), and some beliefs may,
upon closer examination, be contradictory.
 Affect.  Consumers also hold certain feelings toward brands
or other objects.  Sometimes these feelings are based on the
beliefs (e.g., a person feels nauseated when thinking about a
hamburger because of the tremendous amount of fat it
contains), but there may also be feelings which are relatively
independent of beliefs.  For example, an extreme
environmentalist may believe that cutting down trees is
morally wrong, but may have positive affect toward
Christmas trees because he or she unconsciously associates
these trees with the experience that he or she had at
Christmas as a child.
 Behavioral intention.  The behavioral intention is
what the consumer plans to do with respect to the
object (e.g., buy or not buy the brand).  As with
affect, this is sometimes a logical consequence of
beliefs (or affect), but may sometimes reflect other
circumstances--e.g., although a consumer does not
really like a restaurant, he or she will go there
because it is a hangout for his or her friends.
 Deskripsikan merek dan jenis produk
 Tentukan siapa konsumennya
 Tentukan family life cyclenya
(siapa decision maker, alasannya)
 Media apa yg cocok untuk
mempromosikannya,alasannya